Guy Woodward: We need Gen Z in vineyards, not wine bars
Published: 19 September, 2025
There has been constant consternation in recent years over the apparent resistance of the younger generation to alcohol, particularly wine. I’ve banged on about this before – Gen Z are no great loss given they’re strapped for cash, promiscuous in their tastes, and unlikely to properly get into wine until their 30s (a view backed up by the latest IWSR study, which found that the main reason for such abstinence is economic rather than social).
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